About the Role

The Sales Analyst is the operational and analytical backbone of the sales organization. The role owns the integrity of the lead and account data that the sales team runs on — reconciling leads from multiple sources, keeping the CRM accurate, ensuring accounts are allocated correctly across the sales team, and turning activity data into insight through tracking, analysis and dashboards. This is a hands-on role for someone who is comfortable working with messy data across systems, has strong judgement about what “clean” looks like, and can use Python, Advanced Excel and AI tools such as Claude to move faster than a manual process would allow 

Key Responsibilities

1. Lead Management and Reconciliation

• Consolidate and reconcile leads across the existing lead base and all new inbound and outbound sources, including membership rosters, conference and event lists, marketing campaigns, referrals and partner or purchased lists. 
• Identify and resolve duplicates, near-matches and conflicting records across sources; establish a single, trusted view of each lead and account.
• Standardise lead data (company name, domain, industry, geography, contact details, source attribution) so records are usable for segmentation and reporting. Incorporate lead qualifiers to improve sales strategy. 
• Maintain a clear audit trail of what came in, from where, when, and how it was resolved. • Flag data-quality issues at source and work with marketing, events and membership teams to fix them upstream. 

2. CRM Ownership and Account Allocation

• Keep the CRM current and accurate for leads, contacts, accounts and opportunities; own bulk uploads, enrichment and clean-up. 
• Allocate accounts and leads across the sales team in line with the coverage model and territory or segment rules agreed with sales leadership. 
• Track allocation coverage — identify unassigned, over-concentrated or stale accounts and escalate for re-allocation. 
• Implement changes to ownership, territories and segmentation promptly and communicate them to affected sales team members. 
• Maintain CRM hygiene standards, documentation and light process and field governance; train and support the sales team on correct usage. 

3. Sales Activity Tracking and Analysis

• Track leading indicators of sales performance — calls, meetings, discussions, follow-ups, pipeline creation and conversion at each stage. 
• Produce regular analysis on activity volumes, conversion rates, cycle times, source effectiveness and pipeline health, by representative, segment, region and lead source. 
• Report on closed sales against targets and connect outcomes back to the activity and lead sources that generated them. 
• Surface trends, bottlenecks and outliers proactively rather than only on request; provide the commentary that explains why the numbers moved, not just what they are. 
• Support sales leadership with ad-hoc analysis for pipeline reviews, forecasting discussions and planning cycles. 

4. Dashboards and Reporting Infrastructure

• Build and maintain dashboards that give sales leaders and representatives a live view of leads, activity, pipeline and performance against target. 
• Automate recurring reporting so that manual effort is minimised and refresh cycles are reliable. 
• Design reporting that is genuinely used — clear definitions, consistent metrics, and views tailored to each audience (representative, manager, leadership). 
• Own the documentation of metric definitions and data sources so numbers are consistent across the organisation. 5. Cross-Functional Working 
• Work closely with other functional teams as required — marketing, membership, events, finance, product and IT — to source data, resolve issues and support shared initiatives. 
• Act as the point of contact for sales data requests from other functions, and ensure the numbers shared outside the team are consistent with internal reporting. Contribute to cross-functional projects such as system migrations, campaign planning, event follow-up and annual planning cycles.

Required Skills and Experience

Technical

• Python — data cleaning, deduplication, fuzzy and entity matching, joining data across sources, and automation of recurring tasks (pandas and similar libraries). 
• Advanced Excel — complex formulas, lookups, Power Query, pivot tables, modelling and large-file handling. 
• AI tools — practical working experience with Claude or comparable AI agents and assistants to accelerate analysis, data preparation, reconciliation logic, documentation and reporting workflows. 
• CRM — hands-on experience administering or operating in a CRM (Salesforce, HubSpot, Zoho, Dynamics or similar), including imports, field management and reporting. 
• Dashboarding — experience building dashboards in a BI tool (Power BI, Tableau, Looker) or native CRM reporting. 

Preferred Qualifications

• Bachelor's degree. 
• Preferably experience in sales operations, revenue operations, business analysis or a similar analytical role.